Reyes, Keisha L.

COM01 - PT6 Journaling Your Response to Advertising

[reyeskeisha]

Belo: The Pandemic Effect

Belo’s advertisement entitled “Pandemic Effect" is a promotional campaign by Belo Medical Group, a cosmetic surgery and dermatology clinic in the Philippines. The ad focuses on the impact of the COVID-19 pandemic on people's physical appearance, mainly due to stress, anxiety, and other factors. The ad features individuals talking about their personal experiences during the pandemic, such as feeling self-conscious about their appearance due to weight gain or skin problems. The ad emphasizes the importance of caring for one's physical and mental well-being, especially during difficult times.

The intended audience for the "Pandemic Effect" by Belo Medical Group is likely individuals who are concerned about their physical appearance and have experienced changes in their appearance due to the COVID-19 pandemic. This ad may appeal to people who are interested in improving their appearance and regaining their confidence through non-surgical cosmetic treatments such as body contouring, skin rejuvenation, and other similar procedures. This ad may also target individuals who are interested in health and wellness, as it emphasizes the importance of taking care of one's physical and mental well-being, particularly during challenging times like a pandemic. A study conducted by Vall-Roqué et al. (2021) states that women's body dissatisfaction and physical appearance comparisons have increased throughout the COVID-19 pandemic.

There were no specific product advertised in the commercial. However, we all know that Belo is known for its cosmetic treatments. Therefore, this treatments might good for the intended audience since Belo may help them improve their physical appearance and boost confidence. However, it is important for viewers to make informed decisions and consider their overall health and well-being before pursuing any cosmetic treatments.

There was a media manipulation present in this advertisement. It is in the part where this advertised shows an exaggeration of what the pandemic had made to people. Wherein the woman had an extreme weight increase and a long hair. This may lead to misunderstanding and to create a sense of urgency or pressure to take action, such as by implying that viewers need to improve their appearance in order to feel confident or happy. Additionally, the ad may highlight the positive effects of cosmetic treatments while downplaying potential risks or side effects, which could be perceived as manipulative or misleading.

Brader Batak PH. (2021).  Belo Advertisement (HD) | Pandemic Effect. YouTube. https://www.youtube.com/watch?v=rfXkbJlHgDU

Vall-Roqué, H., Andrés, A., González-Pacheco, H., & Saldaña, C. (2023). Women's body dissatisfaction, physical appearance comparisons, and Instagram use throughout the COVID-19 pandemic: A longitudinal study. The International journal of eating disorders, 56(1), 118–131. https://doi.org/10.1002/eat.23827

[reyeskeisha]

Dove: Celebrating Real Beauty

The advertisement made by Dove, released on April 20, 2021, is a campaign advertisement that promotes self-esteem and body confidence among women teenagers. The ad starts with a young woman taking wherein who uses various filters to fit into what people call “standard beauty.” This advertisement suggests that women should be happy with who they are and appreciate their unique beauty rather than aiming to meet untrue and impossible beauty standards. The advertisement encourages women to embrace their characteristics and to remember that beauty comes in many shapes, sizes, and colors.

Dove's intended audience is young women experiencing self-esteem and body-image issues. This ad is relevant to young women who may be influenced by societal pressures to conform to certain beauty ideals. By encouraging women to take pride in their beauty, the ad aims to boost their confidence and self-esteem. A study by Paschal (2012) revealed how the family, media, and society's idealized beauty standards greatly influence a woman's overall self-esteem and body image.

This advertisement doesn't show or highlight a particular Dove product. Instead, it is a part of Dove's broader "Self-Esteem Project," which aims to promote positive body image and self-esteem among women and young girls. Although there was a part wherein the girl used a hair spray, it does not show what specific product it was. Therefore, this means the products shown are not necessarily good for them.

There was no media manipulation present in this advertisement. By highlighting women's pressures to conform to conventional beauty standards, the ad may prompt viewers to feel empathetic or identify with the women featured in the video. This ad shows how the pressure of social media affects young women's self-esteem. This ad may inspire and encourage viewers to embrace their unique beauty and reject societal pressures to conform to unrealistic beauty standards. Moreover, this ad captures viewers' attention by delivering a positive message that resonates with many women and girls who may struggle with body image issues and by aligning the Dove brand with values of inclusivity and empowerment.

Dove US. (2021).  Dove | Reverse Selfie | Have #TheSelfieTalk. YouTube. https://www.youtube.com/watch?v=z2T-Rh838GA&t=1s

Paschal, T. (2012). The essence of beauty : examining the impact of idealized beauty standards on college-age African America women. Smith College. https://scholarworks.smith.edu/cgi/viewcontent.cgi?article=1961&context=theses